Attio vs Cloze (2026)
Attio is a flexible AI-native CRM for fast-growing teams, while Cloze is an AI relationship CRM that has pivoted hard toward real estate. Here's how to decide between a customizable sales platform and an auto-logging relationship tool.
Attio
Next-gen CRM with AI, built for fast-growing teams. Real-time collaboration, automatic data enrichment, and deep customization.
Cloze
AI-powered relationship CRM that automatically logs emails, calls, and meetings to build a self-updating contact timeline. Has pivoted heavily toward real estate, with deep MLS integration and 80,000+ agent deployments.
TL;DR
- Pick Attio if you're a fast-growing or sales-led team that wants a customizable, AI-native CRM with a real data model, automations, and a serious platform roadmap.
- Pick Cloze if you're a real estate agent or relationship-driven professional who wants automatic activity logging and daily AI follow-up nudges, and you value cadence over pipeline structure.
Pricing
Attio has a free plan plus paid tiers at $29/user/mo (Plus), $59 (Pro), and $119 (Enterprise), all with unlimited records, automations, and AI. Cloze starts at $17/mo per user with a 14-day trial and no permanent free tier, and its enterprise pricing escalates sharply (reported $500+/mo minimums). Cloze's entry price is lower, but Attio's free plan and transparent per-seat tiers make it easier to evaluate and scale.
Data model and customization
Attio's defining strength is its customizable data model — every object is a configurable database, and you can define your own fields, views, and filters, with AI auto-building and enriching contacts and companies from email and calendar. Cloze is far more opinionated: it's organized around a self-updating relationship timeline rather than custom objects, and its recent development centers on real estate workflows. If you need to model anything beyond contacts and deals, Attio; if you want a fixed relationship-tracking structure, Cloze.
Automatic capture and AI
Both auto-log activity, but with different goals. Cloze pulls emails, calls, texts, and meetings into per-contact timelines and its MAIA assistant surfaces a daily agenda of who's going cold — relationship-cadence intelligence. Attio's AI builds and enriches your CRM data and powers automations and AI fields across a broader sales workflow. Cloze is sharper at "don't let relationships lapse"; Attio is broader at "run and automate a CRM."
Real estate focus
This is a major divergence. Cloze has substantially pivoted to real estate — MLS integration, property tracking, transaction-lifecycle workflows, and a deployment to eXp Realty's 81,000 agents — and non-real-estate users are now secondary. Attio is industry-agnostic and especially strong in tech, startups, and venture. For a real estate team, Cloze's depth is a real advantage; for almost anyone else, Cloze's roadmap is moving away from you.
Reliability and reporting
Cloze has a documented, recurring auto-merge contacts issue across review sites — bad merges can cause real data loss, so test it before importing your network. Attio's caveats are milder: deep customization takes trial and error, and forecasting/sales analytics are still maturing. Attio also ships iOS and Android apps and a developer-friendly API; Cloze offers engagement-based pipeline scoring but a narrower platform.
Who should pick what
- Real estate agents and brokerages → Cloze. MLS depth and follow-up automation fit.
- Fast-growing tech, startups, VCs, ops-led teams → Attio.
- Anyone needing custom objects beyond contacts/deals → Attio.
- Solo relationship managers who just want follow-up nudges → Cloze (test the merge behavior first).
Bottom line
Cloze has chosen its lane — real estate relationship management with strong auto-logging and AI cadence nudges — and serves it well, with the caveat of its merge-reliability reputation. Attio is the broader, more ambitious platform: customizable, AI-native, and built to scale with a growing company in any industry. If you sell houses, look hard at Cloze. If you're building a company and want a CRM that adapts to you, Attio is the safer long-term bet.